KZT billion
the Company’s revenue in the retail segment increased, based on the results of 2025
3.2. Retail business
Key results
+12
+6.5%
growth in average revenue per user (ARPU)
+12%
growth of the fiber optic internet access subscriber base
+16.1%
growth of the pay-TV subscriber base
+5.6%
growth in the subscriber base for converted services
3.4
KZT billion
the total level of overdue and doubtful accounts receivable as of the end of 2025, which is in line with the planned level
3,760
KZT million
contribution from sales through digital channels for 2025 (reached 35% of total sales)
179.0
KZT thousand
the fulfilment of the CLV B2C indicator for 2025
3.2.1. Product development
For the further attraction and retention of new users on the TV+ platform, the key direction of development remains the creation and promotion of original content. In 2025, active cooperation with Salem Entertainment continued, within the framework of which 8 premiere series were launched.
The most popular series of the year became:
- “OFFSIDE” (255 thousand unique views);
- “Patrol 7” (160 thousand unique views);
- “105” (158 thousand unique views);
- “Bazha 2” (110 thousand unique views);
- “Nyanya 2” (48 thousand unique views);
- “Shyda 2” (37 thousand unique views).
On the TV+ platform, more than 170 TV channels of various genres and directions are also available, as well as 9 online cinemas, among which Disney, Kinoroom, Salem, Qazaqsha, START, Premier, Wink, Megogo and Viju.
As at 31.12.2025, the total number of paying users of TV+ reached 1 million 109 thousand, which is evidence of 36% audience growth as compared with 2024.
The development of an in-house content strategy, the expansion of the catalogue of films and series, and also technological improvements made it possible for TV+ to retain leading positions among the television platforms of Kazakhstan and to continue the dynamic growth in 2026.
1.109
million
total number of paying users of TV+ as of the end of 2025
3.2.2. New lines of tariff plans
In 2025, the Company also retained the concept of long-term contracts for package offerings, including unlimited home internet, the TV+ service with TV channels and online cinemas and cellular communications.
Upon the connection of these packages with a long-term contract, subscribers can receive a discount on the subscription fee with the guarantee of the immutability of the price throughout the entire period of the contract. The whole line of package offerings was updated in May 2025.
Implementation of projects with the use of Big-Data tools
Based on the results of 2025, within the framework of Sandbox initiatives, KZT 1.5 billion was generated. The result was achieved thanks to the successful implementation and scaling of key strategic initiatives, including:
- Revenue Assurance (Identification of lost revenue and ML clustering of risk groups);
- CVM FMS (Development of a personalised segmentation system for driving Upsell sales of FMS services);
- CVM Annual Contract (Introduction of ML models for predicting churn for the formation of an optimal offer upon the expiry of the contract period).
In 2026, the key vector of development is the active integration of artificial intelligence technologies. At present, the deployment of computing capacities on the basis of the corporate supercomputer is being carried out. This will create the foundation for the launch of next-generation products:
- AI Personal Seller: An intelligent sales system forming personalised offers in real time.
- AI Personal Assistant: A virtual assistant for the automation of client service and the enhancement of the quality of servicing.
1.5
billion
generated as part of the Sandbox initiatives for the full year 2025
3.2.3. Closer to the consumer
In 2025, the loyalty programme “KT Club” in the TelecomKz mobile application continued to demonstrate confident growth, strengthening its role as one of the key tools of enhancing client engagement and supporting the digital transformation of the company. The successes of the year became the logical continuation of the dynamics of 2024 and ensured the further expansion of user reach, the development of partner offerings and the referral programme.
One of the key achievements of the year became the marked growth of the audience of the programme: by November 2025 the number of participants increased to 339 thousand, which is 115 thousand more as compared with the previous year. Such growth of the audience indicates the growth of the interest of clients in the programme. In 2025, within the framework of the loyalty programme for subscribers of the B2C segment, three promotional campaigns were implemented in the mobile application:
- “Nauryz Challenge” during the period of March-April.
- “Digital Summer” during the period of July-August.
- “Happy New Year” in December.
The mechanics of the promotional campaigns is built on the fulfilment of tasks in the TelecomKz mobile application and the possibility of participation in the draw of valuable prizes (iPhone, iPad, AirPods) and bonuses for the payment of communications services among subscribers, which contributes to the growth of client engagement and the active use of digital services.
During the promotional campaigns in different periods of the year, the mobile application demonstrated the growth of both daily and monthly activity: the DAU growth reached up to 22 thousand, MAU — up to 25 thousand users. The results of the Programme confirmed the effectiveness of gamification and the focus on the stimulation of digital interaction.
The development of the partner ecosystem of the loyalty programme continued. During the year, 24 partners worked with users, of which 16 remained active until the end of 2025. Partner offerings included discounts, promotional campaigns and special conditions aimed at enhancing the value proposition for TelecomKz subscribers. The Programme retains attractiveness through the win-win model: subscribers receive privileges, and partners — an additional flow of loyal audience.
Particular attention in 2025 was paid to the development of the “Invite a Neighbour” mechanics, aimed at the stimulation of new demand through digital channels. Within the framework of the mechanics, users sent promo codes to potential subscribers, who could connect Full Digital tariffs through a convenient and fully online process.
+115
thousand participants
growth of the audience of the «KT Club» loyalty program by November 2025
3.2.4. Improvement of the client experience
In 2025
6.4
+1%million client requests were registered
A redistribution of the flow of requests was noted:
-23%
a decrease in the “165” CC channel
+20%
the “Online channel” showed significant growth + 20%, which is related to the digitalization of business processes of interaction with subscribers
661,856
subscribers
were served through the electronic queue
Operation of the online channel WhatsApp, Telegram
The length of dialogue with the client decreased from 1.4 hours to
52
minutes
The average time of acceptance of requests for the disconnection of services received through the mobile application decreased from 36 h to
9
h.
Indicators of the “160” and “165” contact centre
The client’s assessment of the resolution of the issue from the first call amounted to
96%
Qualitative indicators improved
AP amounted to
97%
FRR amounted at the end of the year to
97%
+1%tNPS amounted at the end of the year to
83%
+3%In the reporting period, the modernization of the electronic queue system was carried out, providing for the introduction of the function of preliminary booking by QR code. At the same time, the geography of the connection of the system was expanded: if earlier the electronic queue was available exclusively in city branches, at present it has been introduced in all Sales Groups of the Republic of Kazakhstan.
Within the framework of the automation of business processes:
Change of personal data of the client in the B2C MA — the possibility for clients to independently change their personal data in the MA
Hiding of archive personal accounts in the MA — display of active personal accounts issued in the name of the client
A Full Digital process of the cancellation of ADSL tariffs in the mobile application was implemented, including the obligatory stage of subscriber retention
Introduction of a new online channel of client interaction — the Aitu messenger
The constructor module of tariff plans for the retention of subscribers in support of service subdivisions was implemented
Introduction of a new omnichannel platform in the CC (Qbox) for enhancing operational efficiency
With the aim of enhancing client loyalty:
Opening of new service offices in digital format in the city of Astana
A memorandum was concluded with Toolpar LLP on the installation of tastamats
An agreement was concluded with Led Indoor KZ LLP on the installation of LED displays in the cities of Astana and Almaty
A pilot project on a video consultant was launched in the city of Astana
The loyalty programme “Sorry Bonus”
* Table 8. Digitalization of the client experience (the information is presented in graphical form).
- Indicators for 2023 on the share of revenue generated through digital channels were restated.
3.2.5. Periods of connection of communications services
In 2025, measures were implemented aimed at enhancing the efficiency of the processes of development and support of the network.
Key indicators characterising the results of work in 2025 in respect of the periods of connection:
90%
connections on time to the Internet service via GPON in the B2C segment
98%
quality assessment of installer servicing (Agent Performance)
84%
consumer Loyalty Index (tNPS) for B2C
96%
resolution of the subscriber’s request from the first request (FRR) for B2C
16.58
minutes
average GPON connection time as of December 2025
A qualitative improvement of resource management and the achievement of the reduction of the periods of fulfilment of requests was attained through the automation of processes:
the possibility of independently selecting the date of the installer’s visit through the WFM calendar was added, which enhanced the convenience for clients
the process of automatic assignment of the date of the installer’s appearance in WFM Installer/CRM 2.0 was implemented, which reduced the waiting time of the client on the periods of connection
the share of automatic assignment of line data was increased from 90% to
98%
90%
of GPON MFB orders are processed in automatic mode
17
regions
3
cities of republican significance
were switched over to the “Track&Trace” marking system, which reduced the number of repeated visits within the framework of the reengineering of the process related to the marking system
3.2.6. Full Digital and the automation of client processes
In 2025, TelecomKZ launched and scaled fully digital processes of connection of key services. Now the client can go through the entire path of connection fully online — to choose a tariff, to indicate the address, to confirm identity, to sign the necessary documents and to schedule the date of installation directly in the mobile application, without the necessity to visit the office. This functionality is integrated with the loyalty programme and supports the digitalization strategy of the Company.
Upon the connection of services in the Full Digital format, subscribers receive exclusive advantages: a 50% discount on the subscription fee for three months and 3,000 bonuses of the “KT Club” loyalty programme, which can be used for the payment of communications services.
In addition, in October 2024, with the aim of improving the quality of the Wi-Fi connection for clients connected via optical lines (FTTx), the SAPA+ project was launched. Within the framework of the initiative, Kazakhtelecom JSC free of charge replaced equipment and installed additional equipment, which made it possible substantially to enhance the speed and reliability of the network.
As a result, at the end of 2025, 387,502 clients received an improved internet connection. For the project, more than 390,000 routers were procured. For the simplification of the process of connection and processing of requests, the software “Megalainer”, allowing employees and CWC workers easily to connect clients, was introduced into operation.
In addition, for the reporting period, a multichannel system of submission of requests was organized: through the telecom.kz mobile application, the official website, the “160” Call centre, technical support, the official WhatsApp and Telegram accounts, the company’s offices, and also requests from employees through “Megalainer”.
As a result, the project became an important step in the development of the quality of the company’s internet services and strengthened its positions on the market.
387,502
clients
received improved internet connection – as of end of 2025
>390,000
routers
were purchased for the project
Table 9. Processes transferred to the automated format
Implemented functionality
Description
Orders of the type: “Replacement of optics” without an installer visit
1SUIST/WFM stages excluded, the order is processed automatically
Creation, monitoring and closure of orders for accounts receivable
2Fully automated cycle without employee participation
Management of cancelled orders
3Automated control, status transitions, elimination of manual operations
Monitoring of the execution of open orders at all stages
4Digital control dashboard with automatic checks
Change of installer arrival date up to 4 hours
5Automated transfer after call; manual contact not required
In the TelecomKz mobile application, the functionality is implemented: “My documents”, “Connection of roaming”, “Connection of boosters”, “Cancellation of a single connection”, “Online queues”, “verification of technical possibility”, “Government services”.
Table 10. Processes envisaged for automation in 2026
Implemented functionality
Description
Automatic closure of orders of the type “Installation” / Electronic AVR
1Attribute: “Installer visit — required”
Automatic closure of orders of the type “Removal” by client
2Attribute: “Installer visit — not required”
Electronic AVR (installation)
3Attribute: “Installer visit — required”
Automatic closure of orders of the type “Replacement/Change”
4Attribute: “Installer visit — not required”
Electronic AVR for “Replacement/Change”
5Attribute: “Installer visit — required”
Order processing under the project “Tazartu”
6Automation under project rules
Correction and change of address information in accounting systems
7Elimination of manual corrections
Closure of orders based on results of the installer visit
8Automatic completion without the participation of an expert
Verification and write-off of SIM cards by acts
9Full automation of the procedure
3.2.7. Optical networks
In 2025, optical networks were put into operation throughout Kazakhstan in the directions:
- The Swap 2 fiber project — modernization of existing networks through the construction of FOCL and switchover of existing subscribers of the obsolete ADSL technology.
- The “Capture of new squares” project through the expansion of coverage by KT optical networks in regions.
The implementation of the indicated directions ensured the possibility of expansion of the existing network by 178,510 ports, of which:
- 167,784 ports were put into operation in urban population centres, including:
- 135,364 ports — in multi-apartment residential complexes;
- 32,420 ports — in the individual housing sector;
- 10,726 ports were put into operation in rural population centres, in full — in the individual housing sector.
By the in-house method across the RK, optical networks for 17,492 ports were built and put into operation.
The main volume of construction was implemented within the framework of the Strategic Integrated Project “Deployment of the FTTH network”, providing for the development of modern optical infrastructure in urban and rural population centres of the Republic of Kazakhstan.
Additionally during 2025, in 20 rural population centres, 20 base stations were installed and put into operation, which ensured the possibility of connection of about 1,400 subscribers to communications services.
With the aim of the further expansion of network coverage and the enhancement of the accessibility of telecommunications services, in 2026 the implementation of the next stage of the Strategic Integrated Project “Deployment of the FTTH network”, providing for the construction and expansion of optical infrastructure with the possibility of connection of more than 200,000 ports, is planned.
In addition, in 2026, the putting into operation of 31 base stations in rural population centres of the Republic of Kazakhstan is planned, which will make it possible to ensure the further enhancement of the accessibility of communications services for the population.
20
base stations
were installed in 20 rural settlements during 2025
~1,400
subscribers
connected to the network in rural settlements
3.2.8. Changes in the organizational structure — as the foundation of the strengthening of client-centricity and the enhancement of efficiency
For enhancing the efficiency of work and the Optimization of processes, the BI Department was divided into two specialised subdivisions: the Reporting Management Department and the BI&CVM Department. The decision is related to the growth of the number and complexity of projects, the volume of data, reporting and tasks on the management of data quality.
On the modern telecommunications market, dedicated Product Owners for each product help to maintain competitiveness and to respond more quickly to changes in the industry. The allocation of a separate Product Owner position responsible for the implementation of projects made it possible to improve project management, to enhance the speed of introduction of new functions and improvements, and also to optimise interaction with other departments and external partners.
Within the framework of the resolution of tasks on the construction of networks, with the aim of ensuring priority entry into new squares as the first telecommunications operator, and also the revision of business processes aimed at the development of partner programmes for accelerating the deployment of infrastructure and the expansion of coverage, the Department for Interaction with Developers and Partners was created.
Also for the regular monitoring and assessment of the effectiveness of the work of all structural subdivisions involved in sales and their support, the Sales Support and Maintenance Centre was created.
3.2.9. Social responsibility
In 2025, for people with special needs, the preferential tariff plan “Social” was available. The package includes unlimited access to the Internet at the speed of 8 Mbit/sec (ADSL) or 100 Mbit/sec (FTTH), unlimited calls to fixed numbers across the Republic of Kazakhstan and calls to the numbers of Altel/Tele2 operators. The cost of the package is KZT 3,499 inclusive of VAT. The introduction of preferential tariffs underlines the high level of social responsibility of the Company and its readiness to demonstrate care and provide assistance to its clients.
3.2.10. Plans for 2026
- To ensure the achievement of target values of NPS through the analysis of FTTx indicators and quality control of surveys carried out by a third-party organization;
- To reduce the number of repeated requests by 15-20% through the introduction of AI in the Corporate Centre of the Company;
- To reduce the average waiting time in queues through the introduction of subscriber servicing through Digital Point and the Video consultant:
- at the service offices of the city of Astana — from 35 to 15 minutes;
- in the city of Almaty and the “Batys” SSC — from 19 to 15 minutes.
